Broadcasting vs. Digital Transition: How Traditional Media and OTT Platforms Redefine the Market
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively cast renowned leads to boost ratings and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively adopt emerging trends and unique structures, prioritizing artistic direction and here artistry over broad popularity. Secondly, they provide personalized selections that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also internationally. Through these approaches, OTT platforms are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on online services. This strategy helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by partnering with traditional TV networks. A leading global streaming giant has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and mass appeal, whereas OTT services provide bold and globally targeted content. As collaboration and merging between these platforms continue to grow, audiences can expect a wider-ranging and elevated content environment in the future.